Lacta: Love Like Theres No Tomorrow, 2

Credits & Description:

Title: Love Like Theres No Tomorrow
Agency: Ogilvyone Worldwide Athens
Brand: Mondeléz International
Country: Greece
Entrant Company: Ogilvyone Worldwide Athens
Advertising Agency: Ogilvyone Worldwide Athens
Media Agency: Ogilvyone Worldwide Athens
Pr Agency: Ogilvyone Worldwide Athens
Production Company: Foss Productions, Athens
Additional Company: Bold Ogilvy & Mather, Athens
Sound Designer: Dimitris Barboutis (Foss Productions)
Creative Director: Franceska Galafti (Ogilvyone Worldwide, Athens)
Creative Technologist: Manolis Mavrikakis (Ogilvyone Worldwide, Athens)
Screenwriter: Myrto Kontova (Foss Productions)
Music Artist: Vangelis Tountas (Foss Productions)
Group Account Director: Christina Alifakioti (Ogilvyone Worldwide, Athens)
Developer: Akis Makris (Ogilvyone Worldwide, Athens)
Director: Christos Nikoleris (Foss Productions)
Senior Developer: George Alatzas (Ogilvyone Worldwide, Athens)
Account Manager: Nikolas Tsakonas (Ogilvyone Worldwide, Athens)
Producer: Stellios Cotionis (Foss Productions)
Associate Creative Director: George Theodorakopoulos (Ogilvyone Worldwide, Athens)
Art Director: Gert Tzafa (Ogilvyone Worldwide, Athens)
Editor: Lampis Charalambidis (Foss Productions)
Executive Creative Director: Panos Sambrakos (Ogilvyone Worldwide, Athens)
Senior Account Director: Annita Galanopoulou (Bold Ogilvy & Mather)
Line Producer: Veta Chatziioannou (Foss Productions)
Outcome:
The film had 1.8 million views in a country of 5 million users, with thousands of tearful comments from people saying how much it shook them and made them reevaluate their priorities.More than 290.000 personal confessions were submitted on the campaign website.Lacta’s Facebook post, featuring the film, was the most engaging post in Greece for January generating 250.000 likes, comments and shares. The film became a number 1 trending video on YouTube for January in Greece.When the film was finally shown on national television on the eve of Valentine’s day, it reached a 25% viewer share and was the No 1 rated program for it’s core target audience, aged 15-24.
Strategy:
Lacta has a long story of making love stories on films, through a number of online shorts in the past 7 years and having released the feature film “Love in the end” at cinemas in 2013, with great success.This year, we wanted to shake audiences and make them reconsider their priorities, by telling them a moving story with an unpredictable ending that they would then share with their friends online.Furthermore, we wanted to engage audiences by making them participate in the movie through a unique interactive mechanism.
Campaign Description:
A man that has lost the love of his life 6 months ago, due to some tragic accident, is magically being put back in time, exactly 24 hours before the incident. He will try to change the course of events that lead to his wife’s death, while making up for lost time and loving her like there's no tomorrow.
Execution:
A 43 minute film was released in 2 parts.At the end of part 1, an unknown caller reminds the hero that his 24hour deadline is running out. When the hero asks for mercy, the voice tells him that the only way for the countdown to stop for him, is to start for someone else.To see the 2nd part, viewers had to intervene by visiting the campaign website and answering the question: “If you only had 24hours, to whom would you want to say, ‘I love you’?”After submitting their confession along with their phone number, a countdown started ticking for them on-screen and the film commenced. Once the film ended, viewers got a surprise call from the same voice in the film, reminding them they had "23hours and 53minutes to keep the promise they gave to themselves”. Their confession was displayed on screen, along with the countdown!
Synopsis:
Lacta chocolate has forever been a symbol for love in Greece. It's sweet taste being compared to the feeling of falling in love. However, during the economic recession, Greeks had de-prioritized love, focusing instead on building a career. At the same time, audiences older than the core target group of 18-24, had grown immune to Lacta’s romantic messages.In order to become relevant again, Lacta wanted to remind Greeks of the importance of love as a priority in their lives. And thus urge them, to "Love, like there's no tomorrow".